Invisible in the data: why mainstream benchmarks don’t work for CALD audiences
At Cultural Perspectives, we work every day with culturally and linguistically diverse (CALD) communities across Australia - communities that speak hundreds of languages, bring global perspectives, and represent a growing share of the nation’s population and spending power. Yet, time and again, we see how these audiences remain invisible in the data that drives mainstream marketing decisions.
The limits of “mainstream” benchmarks
Most marketing strategies are built on benchmarks: industry averages for reach, engagement, awareness and conversion. These metrics help brands compare performance and allocate budgets. But what happens when the benchmarks themselves only reflect part of the population?
Mainstream benchmarks often rely on English-language media and general population panels. They assume that all Australians consume and respond to content in the same way, which we know is simply not true. CALD audiences have distinct media habits - they engage with in-language news outlets, multicultural broadcasters, diaspora social media networks and community influencers that rarely appear in mainstream analytics dashboards.
When these touchpoints are left out of the data, campaign performance appears weaker than it really is. Success in multicultural engagement is often hidden - unmeasured, undervalued and therefore underfunded.
Language bias and data blind spots
Even sophisticated data tools have linguistic limits. Social listening platforms, for example, often fail to pick up on non-English posts or translated content. Survey panels can underrepresent first-generation migrants or those who prefer to communicate in languages other than English.
As a result, valuable insights are missed. The warmth of community conversations, the trust built through in-language storytelling, and the unique ways CALD audiences respond to messages simply don’t appear in the “official” results.
This creates a self-perpetuating cycle: because the data doesn’t show strong CALD engagement, brands assume the opportunity isn’t there and continue to invest primarily in mainstream channels.
Why inclusive measurement matters
From our perspective, inclusive benchmarking isn’t just about fairness but about effectiveness. Australia’s multicultural audiences are highly engaged, brand-conscious and eager to connect with organisations that make the effort to understand them. But authentic communication requires understanding where and how people engage.
If brands want to grow in today’s Australia, they need to see beyond the “average consumer” and recognise that there is no single, homogeneous market.
How we can move forward
As a multicultural communications agency, we believe it’s time to challenge the benchmarks, which means:
Partnering with multicultural media to include verified reach and impact data.
Engaging with culturally inclusive research agency, like CIRCA.
Incorporating multilingual analytics tools into reporting frameworks.
Building custom metrics that capture engagement within diverse communities.
Educating clients on why a campaign’s true success can’t always be measured by mainstream KPIs alone.
Australia’s diversity is one of its greatest strengths and it should be reflected in how we measure marketing success. Because when CALD audiences are visible in the data, brands make better decisions and communities feel seen
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